Title: Influence of demographic variables: customers' perception about cross-selling and up-selling for eBanking
Authors: Neha Gupta
Addresses: Marketing Department, K.J. Somaiya Institute of Management Studies and Research, Vidyanagar, Vidyavihar, Mumbai 400 077, India
Abstract: Purpose: This study focuses on the influence of electronic banking (eBanking) on customer's perception about cross-selling and up-selling considering various demographics variables of the customers of public sector banks (PSBs) of India. Design/methodology/approach: Data were collected from 692 respondents by way of simple random sampling. The collected data were analysed using cross-tabs, frequency and Chi-square testing. Findings: It has been found that customer demographic influence variables like age groups, annual income, qualification, gender and profession influence cross-selling and up-selling of banking products and services. Practical implications/limitations: The identification of the most influential demographic variable will help to build strong and effective cross-selling and up-selling of financial products and services. Originality/value: This study was made on the primary data, which has provided significant analysis and results for understanding the influence of customer demographic on perception. Result shows that demographic variables influence customers' perception about cross-selling and up-selling in eBanking for PSBs of India.
Keywords: eBanking; customers' perception; delivery channels; demographic; cross-selling; up-selling.
International Journal of Electronic Customer Relationship Management, 2018 Vol.11 No.2, pp.126 - 141
Received: 25 Feb 2017
Accepted: 04 Aug 2017
Published online: 20 Feb 2018 *